THE EFFECT OF EXPECTED AND PERCEIVED SERVICE QUALITY TO CUSTOMER SATISFACTION: OPTICAL RETAIL SPECIFICALLY IN INDONESIA.

• Main Author: Salsabila Hartono, Sarah
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41327
• Institution: Institut Teknologi Bandung

Optical retail is unique because they sell product and service at once. The creation of excellent service will lead to a satisfied customer. Hence many retailers are unconscious about the importance of service quality that turns the industry to struggle in finding the right customer wants and need on a service activity that can be performed to gain customer satisfaction. Thus, raises questions on the effect of service quality variables on the overall satisfaction of optical retail costumers in Indonesia. The three variables on SERVQUAL measurement were used to find the gap between clients’ expectations and perception towards service quality. Using mixed methods, the total of 179 questionnaire respondents are used to find the gap analysis. Then, ten telephone interviews were conducted to investigate the importance of service quality and customer satisfaction in Optical retail. The result confirmed the responsiveness dimension have positive relation while assurance and reliability dimensions have negative relations with customer satisfaction. No matter the result of the gap, the customer describe they feel satisfied with the service. Solely to identify the importance of each service is not enough to uncover customer satisfaction, knowing the roles of product quality is also important in this industry. The findings provide specific data that contribute to monitor and maintain quality service.